One of the big trends right now in restaurants and supermarkets is the concept of “buying local”. The message is that locally grown produce is fresher and costs less to transport – a win-win for both the consumer and the vendor.
It’s a message that marketing teams should take to heart, regardless of the industry or products/services that are being offered. Currently, marketing departments for larger chains spend 80% of their budget on national campaigns, and yet research has shown that 90% of consumers make purchasing decisions on local factors – is the product available at my local store? Is support available in my area code? Does the company promote my local community?
Why the disconnect?
Theoretically, national campaigns are easier, faster and more-cost effective. Marketing teams at a head office are asked to push an upcoming product or promotion. Rather than contact 100 local advertising channels and create 100 variations of an ad campaign, it’s much simpler to contact a national ad seller to promote one single creative with a “see your local store” message.
What if you could eliminate the theoretical time, money and ease cost associated with pushing the same brand locally? What if you COULD create 100 variations of an ad for 100 different local campaigns in the same time, with the same costs?
Research shows that your sales would benefit. 9/10 consumers would choose your product over a nationally advertised product.
That’s the power of MarketingBox.
